Editorial Board   Guest Author

Ms. McNees

Lynne McNees

President, International Spa Association

Lynne McNees is the President of the International SPA Association (ISPA). For over 20 years, Ms. McNees has led ISPA's global operations. Headquartered in Lexington, Kentucky, ISPA has been recognized worldwide as the professional organization and voice of the spa industry, representing health and wellness facilities and providers in more than 70 countries. Members encompass the entire arena of the spa experience, from resort/hotel, destination, mineral springs, medical, club and day spas to service providers such as physicians, wellness instructors, nutritionists, massage therapists and product suppliers. Ms. McNees serves as ISPA's official spokesperson and is frequently interviewed as a spa expert by major media outlets including The New York Times, Travel + Leisure, USA Today, Women's Wear Daily, the Associated Press and numerous consumer and trade publications.

Prior to her role with ISPA, Ms. McNees worked for several years in Washington, D.C. Her significant accomplishments in the nation's capital included positions with WorldCupUSA, the National Association of Chain Drug Stores, The President's Commission on The White House Fellowships and the Office Presidential Personnel in The White House. Ms. McNees also served on the Bush/Quayle campaign and Presidential Inaugural teams.

A native of Dallas, Texas, Ms. McNees currently serves on the Policy Well Advisory Counsel, Dallas Customer Advisory Board, Professional Beauty Federation Board and the Bank of the Bluegrass Advisory Board. She is a graduate of the University of Maryland with a bachelor's degree in kinesiological science.

Please visit http://www.experienceispa.com for more information.

Ms. McNees can be contacted at +1 859-425-5072 or lynne.mcnees@ispastaff.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.